Nevada Development Authority

Public Relations

Dance at Grauman’s Chinese Theater in Hollywood

Objective

The NDA was an organization that existed to diversify our state’s economy by enticing businesses to relocate to southern Nevada. We were engaged to support the 2009 ad campaign with public relations and innovative marketing techniques. Our goal was to expose Las Vegas and Southern Nevada as a great place to do business with no corporate or personal income tax, lower workers’ compensation fees and an overall friendlier business environment.

Strategy

Social media, innovative marketing techniques and traditional PR efforts were key in increasing awareness for this ad campaign. With the onset of pre-existing social networks, we utilized the flash mob viral video to spread word of mouth online and also touted these efforts in every media interview to communicate key messages.

Tactics

We created Facebook, LinkedIn, YouTube and Twitter accounts for the client to engage fans, friends and followers online. We held up www.move2vegas.biz signs on camera at a live taping of the Today Show in Las Vegas. With the support of Las Vegas Mayor Oscar Goodman, the team also coordinated a press conference at a local theatre (RAVE in Town Square) where the local media previewed the campaign ads a day before they launched in Southern California. Then it was off to Los Angeles, where the team coordinated a media tour and flash mob at Grauman’s Chinese Theater on Hollywood Boulevard which was posted on YouTube. A song and dance was created specifically for this campaign.

Results

In just one month, the Nevada Development Authority has received over 150 calls from inquiring California companies. The grassroots publicity efforts stemming from the Today Show garnered 52,000 hits to the client’s website which normally receives 6,000-8,000 hits a day. Within two weeks, coverage of the campaign was seen on CNN with Lou Dobbs, FOX NEWS, CNBC, Associated Press, The Washington Post, London Financial Times and the Los Angeles Times among many others.